Mike Rhodes
You  Decide... <ul><li>Structure </li></ul><ul><li>Keywords  </li></ul><ul><li>Writing Ads </li></ul><ul><li>Account Setup...
 
Traffic
 
 
90%
 
Relevance
Benefits <ul><li>Fast - Get on page 1 within an hour </li></ul><ul><li>Reach - Target millions of people every day </li></...
Case Study
 
Before = 8073 visits/month <ul><li>4029 direct + brand related keywords (e.g. national tiles) </li></ul><ul><li>322 from o...
Opportunity
 
After = 16913 visits/month <ul><li>5248 direct + brand keywords (30% increase) </li></ul><ul><li>301 from other sites </li...
Strategy
 
Structure
 
Campaign
Campaign Budget Geography Network
Campaign Budget Geography Network $100/day Melbourne Google
Campaign AdGroup AdGroup
AdGroup Keyword 1 Keyword 2 Keyword 3 Keyword 4 Headline Description (benefit) Description (feature) YourWebsite.com.au
Floor Tiles Floor Tiles Buy Floor Tiles Purchase Floor Tiles Floor Tiles Online Cheap Floor Tiles Cheap Floor Tiles Huge R...
4 5 6 1 2 3 Headline 4 Description (benefit) Description (feature) YourWebsite.com.au Keyword 6 Keyword 7 Keyword 8 Headli...
Keywords
 
Keywords : Principle
Define Your Target <ul><li>What’s Your “Ideal Customer” looking for? </li></ul>
 
Keywords : Goal
Brainstorm Free tools Paid tools Competitors Amazon Amazon Amazon Amazon Amazon
Find Your AdGroups (themes)
Multiple AdGroups (buckets)
Start with 1 Theme/Bucket
Google Keyword Tool
Each Theme is an AdGroup
For Each AdGroup (theme) <ul><li>Build a List of Related Keywords </li></ul><ul><li>For Each AdGroup </li></ul><ul><li>(no...
Expand each Theme
Keywords : Mistakes <ul><li>Too few Keywords </li></ul><ul><li>Too many in each AdGroup </li></ul><ul><li>Not grouped corr...
Ads
 
Ad Copy : Principle
Ad Copy : Goal
Ad = Attraction Device
Clear Call to Action (book now, buy online, free trial)
Benefits <ul><li>Small Business Marketing </li></ul><ul><li>Get More Prospects to Call You! </li></ul><ul><li>With Savvy O...
More Benefits <ul><li>Plantation Shutters? </li></ul><ul><li>Designer Shutters. Factory Prices. </li></ul><ul><li>Free Mea...
Reason Why You <ul><li>Pink Hummer Limos </li></ul><ul><li>Australia’s #1 Hummer Limo </li></ul><ul><li>Company. Ride the ...
Reason & Benefit <ul><li>Diamond Engagement Rings </li></ul><ul><li>Free Shipping & 30 day Returns </li></ul><ul><li>3% do...
Urgency <ul><li>Sunsafe Kids Swimwear </li></ul><ul><li>Huge Range of Kids Swimwear </li></ul><ul><li>Sale Ends June 30! B...
More Urgency <ul><li>Melb. Property Seminar </li></ul><ul><li>Hurry – only 13 seats left... </li></ul><ul><li>(& claim you...
Stories <ul><li>How a 24 year old </li></ul><ul><li>Stay at home mum </li></ul><ul><li>Beat all the odds. You can too </li...
3 little dots <ul><li>How a 24 year old </li></ul><ul><li>Stay at home mum beat the </li></ul><ul><li>odds. Here’s how you...
Official Eye Candy ® <ul><li>Official iPod nano® Store </li></ul><ul><li>Get the new iPod ™  with camera. </li></ul><ul><l...
Power of the Letter ‘S’ <ul><li>Make Your Child Smarter </li></ul><ul><li>With Australia’s Leading </li></ul><ul><li>Maths...
Power of the Letter ‘S’ <ul><li>Makes Your Child Smarter </li></ul><ul><li>Australia’s Leading Maths </li></ul><ul><li>Hom...
Psychological Triggers <ul><ul><li>Guilt </li></ul></ul><ul><ul><li>Greed </li></ul></ul><ul><ul><li>Hope </li></ul></ul><...
Ad Copy : Mistakes <ul><li>Being too clever </li></ul><ul><li>Not testing big differences </li></ul><ul><li>Not using Keyw...
Setup
 
Setup : Principle <ul><li>Only Market to Those Most Likely to Buy </li></ul><ul><li>(at least for your first time) </li></...
Setup : Goal <ul><li>Positive ROI </li></ul><ul><li>Build on Success </li></ul>
 
 
Choose a sensible name
Geographic Location
 
 
 
 
Network Location
Google Search + Desktop
Auto Bidding (just say no)
Manual Bidding
Set Your Budget
Rotate Ads evenly
Managing
 
Management : Principle <ul><li>Systemised  & Continuous Improvement </li></ul><ul><li>Not Set & Forget </li></ul>
Management : Goal <ul><li>More and/or Cheaper Leads </li></ul><ul><li>Expand Keyword Lists </li></ul><ul><li>Craft Better ...
Goal? <ul><li>Maximise conversions </li></ul><ul><li>Minimise cost per lead </li></ul><ul><li>Brand exposure </li></ul><ul...
Keywords + ROI <ul><li>Increase ‘good’ keywords </li></ul><ul><li>Delete ‘bad’ keywords </li></ul><ul><li>(yep – it’s that...
Ads + ROI <ul><li>Write more Ads </li></ul><ul><li>Keep ‘good’ ads </li></ul><ul><li>Delete ‘bad’ ads </li></ul>
Peel & Stick <ul><li>Find ‘outlier’ keywords </li></ul><ul><li>(eg high impressions, CTR, conversions, low cost/lead) </li...
Reporting
 
Reports : Principle <ul><li>Can’t Improve if not Measuring Results </li></ul>
Reports : Goal <ul><li>Know How to Use Most Important Reports </li></ul>
Campaign Report <ul><li>Impression Share </li></ul><ul><li>% of time Your Campaign has shown </li></ul>
Campaign Report <ul><li>Search Query Report </li></ul><ul><li>What actual queries have been used by your prospects? </li><...
Campaign Report <ul><li>Placement Performance </li></ul><ul><li>Where have Content Network  Ads been shown? </li></ul>
Reports : Mistakes <ul><li>Not using any reports! </li></ul>
Mistakes
Common Mistakes to Avoid <ul><li>Only using 1 AdGroup  </li></ul><ul><li>Too many Keywords in each AdGroup  </li></ul><ul>...
Common Mistakes to Avoid <ul><li>Ads Running on Content & Search in 1 Campaign  </li></ul><ul><li>No Negative Keywords  </...
Now Put it all together
 
Thanks!
 
 
 
 
Distribution
Goal? Who is Ideal Reader? What want them to do? Available resources? Now, build it & create sharable content! create shar...
Targeted Ads
 
 
 
 
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Using AdWords to Grow Your Business

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Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords

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  • 2 ways to improve rankings
  • Either way - it’s all about relevance
  • Not just about generating inexpensive leads &amp; sales... Lots more to it that most people don&apos;t realise...
  • Either way - it’s all about relevance
  • Case study
  • So what was the opportunity? How can we make more money for Seb?
  • Get inside their head. All starts with knowing what your ideal customer looks like.
  • All about links
  • All about links
  • One major use as marketers - is facebook ppc
  • Little ads on the right of every FB page
  • The main benefit here is not the geographic (can do that with google), but target ages &amp; likes - examples... &amp; FB tells you how many people fit that profile (maybe run a CPM campaign)
  • Using AdWords to Grow Your Business

    1. 1. Mike Rhodes
    2. 2. You Decide... <ul><li>Structure </li></ul><ul><li>Keywords </li></ul><ul><li>Writing Ads </li></ul><ul><li>Account Setup </li></ul><ul><li>Managing </li></ul><ul><li>Reporting </li></ul><ul><li>Common Mistakes </li></ul>
    3. 4. Traffic
    4. 7. 90%
    5. 9. Relevance
    6. 10. Benefits <ul><li>Fast - Get on page 1 within an hour </li></ul><ul><li>Reach - Target millions of people every day </li></ul><ul><li>PPC - ‘pay per click’ (& only when they click) </li></ul><ul><li>Test - different ad copy, benefits, images </li></ul><ul><li>Measurable - all about Return On Investment </li></ul><ul><li>Research - find the phrases that make money </li></ul>
    7. 11. Case Study
    8. 13. Before = 8073 visits/month <ul><li>4029 direct + brand related keywords (e.g. national tiles) </li></ul><ul><li>322 from other sites </li></ul><ul><li>3722 non-branded (product keywords e.g. floor tiles) </li></ul>
    9. 14. Opportunity
    10. 16. After = 16913 visits/month <ul><li>5248 direct + brand keywords (30% increase) </li></ul><ul><li>301 from other sites </li></ul><ul><li>11364 non-branded kws (205% increase!) </li></ul>
    11. 17. Strategy
    12. 19. Structure
    13. 21. Campaign
    14. 22. Campaign Budget Geography Network
    15. 23. Campaign Budget Geography Network $100/day Melbourne Google
    16. 24. Campaign AdGroup AdGroup
    17. 25. AdGroup Keyword 1 Keyword 2 Keyword 3 Keyword 4 Headline Description (benefit) Description (feature) YourWebsite.com.au
    18. 26. Floor Tiles Floor Tiles Buy Floor Tiles Purchase Floor Tiles Floor Tiles Online Cheap Floor Tiles Cheap Floor Tiles Huge Range of Floor Tiles at Great Prices! NationalTiles.com.au
    19. 27. 4 5 6 1 2 3 Headline 4 Description (benefit) Description (feature) YourWebsite.com.au Keyword 6 Keyword 7 Keyword 8 Headline 5 Description (benefit) Description (feature) YourWebsite.com.au Keyword 9 Keyword 10 Keyword 11 Keyword 12 Headline 6 Description (benefit) Description (feature) YourWebsite.com.au Keyword 13 Keyword 14 Headline 1 Description (benefit) Description (feature) YourWebsite.com.au Keyword 1 Keyword 2 Keyword 3 Headline 2 Description (benefit) Description (feature) YourWebsite.com.au Keyword 4 Headline 3 Description (benefit) Description (feature) YourWebsite.com.au Keyword 5
    20. 28. Keywords
    21. 30. Keywords : Principle
    22. 31. Define Your Target <ul><li>What’s Your “Ideal Customer” looking for? </li></ul>
    23. 33. Keywords : Goal
    24. 34. Brainstorm Free tools Paid tools Competitors Amazon Amazon Amazon Amazon Amazon
    25. 35. Find Your AdGroups (themes)
    26. 36. Multiple AdGroups (buckets)
    27. 37. Start with 1 Theme/Bucket
    28. 38. Google Keyword Tool
    29. 39. Each Theme is an AdGroup
    30. 40. For Each AdGroup (theme) <ul><li>Build a List of Related Keywords </li></ul><ul><li>For Each AdGroup </li></ul><ul><li>(no magic number: aim for 1-20) </li></ul>
    31. 41. Expand each Theme
    32. 42. Keywords : Mistakes <ul><li>Too few Keywords </li></ul><ul><li>Too many in each AdGroup </li></ul><ul><li>Not grouped correctly </li></ul><ul><li>Not relevant </li></ul>
    33. 43. Ads
    34. 45. Ad Copy : Principle
    35. 46. Ad Copy : Goal
    36. 47. Ad = Attraction Device
    37. 48. Clear Call to Action (book now, buy online, free trial)
    38. 49. Benefits <ul><li>Small Business Marketing </li></ul><ul><li>Get More Prospects to Call You! </li></ul><ul><li>With Savvy Online Marketing </li></ul><ul><li>www.WebSavvy.com.au </li></ul>
    39. 50. More Benefits <ul><li>Plantation Shutters? </li></ul><ul><li>Designer Shutters. Factory Prices. </li></ul><ul><li>Free Measure & Quote. Melbourne. </li></ul><ul><li>TheBlindFactory.com.au </li></ul>
    40. 51. Reason Why You <ul><li>Pink Hummer Limos </li></ul><ul><li>Australia’s #1 Hummer Limo </li></ul><ul><li>Company. Ride the Pink Panther! </li></ul><ul><li>www.HummerLimos.com.au </li></ul>
    41. 52. Reason & Benefit <ul><li>Diamond Engagement Rings </li></ul><ul><li>Free Shipping & 30 day Returns </li></ul><ul><li>3% donated to her favourite charity </li></ul><ul><li>www.IDoFoundation.com </li></ul>
    42. 53. Urgency <ul><li>Sunsafe Kids Swimwear </li></ul><ul><li>Huge Range of Kids Swimwear </li></ul><ul><li>Sale Ends June 30! Buy Now. </li></ul><ul><li>SwimwearGalore.com.au/kids </li></ul>
    43. 54. More Urgency <ul><li>Melb. Property Seminar </li></ul><ul><li>Hurry – only 13 seats left... </li></ul><ul><li>(& claim your free gift) </li></ul><ul><li>www.OHLgroup.com.au </li></ul>
    44. 55. Stories <ul><li>How a 24 year old </li></ul><ul><li>Stay at home mum </li></ul><ul><li>Beat all the odds. You can too </li></ul><ul><li>www.MakeMoreMoney.com.au </li></ul>
    45. 56. 3 little dots <ul><li>How a 24 year old </li></ul><ul><li>Stay at home mum beat the </li></ul><ul><li>odds. Here’s how you can too... </li></ul><ul><li>www.MakeMoreMoney.com.au </li></ul>
    46. 57. Official Eye Candy ® <ul><li>Official iPod nano® Store </li></ul><ul><li>Get the new iPod ™ with camera. </li></ul><ul><li>Free, fast shipping and engraving </li></ul><ul><li>store.apple.com/au/ipod-nano </li></ul>
    47. 58. Power of the Letter ‘S’ <ul><li>Make Your Child Smarter </li></ul><ul><li>With Australia’s Leading </li></ul><ul><li>Maths Home Tutoring Program </li></ul><ul><li>www.Mathemagic.com.au </li></ul>
    48. 59. Power of the Letter ‘S’ <ul><li>Makes Your Child Smarter </li></ul><ul><li>Australia’s Leading Maths </li></ul><ul><li>Home Tutoring Program </li></ul><ul><li>www.Mathemagic.com.au </li></ul>
    49. 60. Psychological Triggers <ul><ul><li>Guilt </li></ul></ul><ul><ul><li>Greed </li></ul></ul><ul><ul><li>Hope </li></ul></ul><ul><ul><li>Aspiration </li></ul></ul><ul><ul><li>Fear of loss </li></ul></ul><ul><ul><li>Authenticity </li></ul></ul><ul><ul><li>Value </li></ul></ul><ul><ul><li>Quality </li></ul></ul>
    50. 61. Ad Copy : Mistakes <ul><li>Being too clever </li></ul><ul><li>Not testing big differences </li></ul><ul><li>Not using Keywords in Ad </li></ul><ul><li>Broken Link to site! </li></ul>
    51. 62. Setup
    52. 64. Setup : Principle <ul><li>Only Market to Those Most Likely to Buy </li></ul><ul><li>(at least for your first time) </li></ul><ul><li>Relevance! </li></ul>
    53. 65. Setup : Goal <ul><li>Positive ROI </li></ul><ul><li>Build on Success </li></ul>
    54. 68. Choose a sensible name
    55. 69. Geographic Location
    56. 74. Network Location
    57. 75. Google Search + Desktop
    58. 76. Auto Bidding (just say no)
    59. 77. Manual Bidding
    60. 78. Set Your Budget
    61. 79. Rotate Ads evenly
    62. 80. Managing
    63. 82. Management : Principle <ul><li>Systemised & Continuous Improvement </li></ul><ul><li>Not Set & Forget </li></ul>
    64. 83. Management : Goal <ul><li>More and/or Cheaper Leads </li></ul><ul><li>Expand Keyword Lists </li></ul><ul><li>Craft Better Ads </li></ul><ul><li>Manage Bids </li></ul>
    65. 84. Goal? <ul><li>Maximise conversions </li></ul><ul><li>Minimise cost per lead </li></ul><ul><li>Brand exposure </li></ul><ul><li>(ego) </li></ul>
    66. 85. Keywords + ROI <ul><li>Increase ‘good’ keywords </li></ul><ul><li>Delete ‘bad’ keywords </li></ul><ul><li>(yep – it’s that easy!) </li></ul>
    67. 86. Ads + ROI <ul><li>Write more Ads </li></ul><ul><li>Keep ‘good’ ads </li></ul><ul><li>Delete ‘bad’ ads </li></ul>
    68. 87. Peel & Stick <ul><li>Find ‘outlier’ keywords </li></ul><ul><li>(eg high impressions, CTR, conversions, low cost/lead) </li></ul><ul><li>Move to their own AdGroup </li></ul>
    69. 88. Reporting
    70. 90. Reports : Principle <ul><li>Can’t Improve if not Measuring Results </li></ul>
    71. 91. Reports : Goal <ul><li>Know How to Use Most Important Reports </li></ul>
    72. 92. Campaign Report <ul><li>Impression Share </li></ul><ul><li>% of time Your Campaign has shown </li></ul>
    73. 93. Campaign Report <ul><li>Search Query Report </li></ul><ul><li>What actual queries have been used by your prospects? </li></ul>
    74. 94. Campaign Report <ul><li>Placement Performance </li></ul><ul><li>Where have Content Network Ads been shown? </li></ul>
    75. 95. Reports : Mistakes <ul><li>Not using any reports! </li></ul>
    76. 96. Mistakes
    77. 97. Common Mistakes to Avoid <ul><li>Only using 1 AdGroup </li></ul><ul><li>Too many Keywords in each AdGroup </li></ul><ul><li>Too few Keywords overall </li></ul><ul><li>Bidding too low </li></ul><ul><li>Bidding too high </li></ul><ul><li>Not checking Quality Scores for Keywords </li></ul><ul><li>Not Testing Different Ads </li></ul><ul><li>Allowing Google to control which Ads are shown </li></ul><ul><li>Not using the target Keywords in the Ad </li></ul><ul><li>A broken link! </li></ul>
    78. 98. Common Mistakes to Avoid <ul><li>Ads Running on Content & Search in 1 Campaign </li></ul><ul><li>No Negative Keywords </li></ul><ul><li>Ignoring Content Network completely </li></ul><ul><li>Not tracking results on the Content Network </li></ul><ul><li>Not using Conversion Tracking </li></ul><ul><li>Not using Keyword Matching Options </li></ul><ul><li>Not offering anything Unique in the Ad Copy </li></ul><ul><li>Not checking competitor Ads </li></ul><ul><li>Not using Image Ads </li></ul>
    79. 99. Now Put it all together
    80. 101. Thanks!
    81. 106. Distribution
    82. 107. Goal? Who is Ideal Reader? What want them to do? Available resources? Now, build it & create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content!
    83. 108. Targeted Ads
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